Chinese wealthy looking for different products
31 March 2019, 24:25 BDT
There have been major changes in the taste of Chinese luxury customers for years. There is no longer any attraction for the big company's products. Their attraction is now very expensive, individualized for boutique products. These products have now become a symbol of luxury shopping. This news was found in Chinese daily Daily Jing sources.
Market is the controlling power of this change. The fact is, the age of the buyers has decreased, so their taste is sophisticated. A decade ago, the consumers of luxury goods worried about the differences in the product. And today's rich young buyers are worried about 'quality', 'different' and 'artistic expertise'. And on the basis of which small companies that meet the needs of specific buyers are building their brand image.
Hong Kong-based Peder Group's merchandising director Sarah Wang told Jing, "Chinese buyers are very vicious. They are roaming around different places and using social media. As a result, they are aware of the movements of the world. According to the tradition, they would be attracted to big companies. But it seems that they are heading towards new, unique and relevant brands.
Such brands have received extensive coverage in China. A brand similar to the US skin care company Ernő Laszlo. The company is 93 years old, only five years before their entry into the Chinese market. Now there are counters in many of China's supershops. Since their products are very high quality, Chinese consumers are now beginning to call the product of this brand nickname.
Las Vegas Chief Marketing Officer Christie Watson told Jing, "Laszlo has visited China because of being a small company. His commentary, 'The less you are, the more opportunities you have to speak to people, the more you get. When giving the main importance of buyers to produce certain products, you need to do better than big companies. In addition, you have to be recruited so that staff can taste the special experience of the buyers. There is also one thing to say about the power of the buyer. The shoppers are our best wishes. From that day they invented us, they became partners with us since that day. '
To this end, these companies market with interacting with buyers and offer their personal level advice. In addition, they communicate with the key opinion makers of the society. They again post on the company's behalf through Chinese social media. Christie Watson also said, "It's the first use of digital media as a strategy. We also keep in touch with the buyers. This technique is quite successful, commenting Watson is very successful. Laszlo's 60 percent revenue is coming from a supermarket named Timle. Besides, they are thinking of opening counters in more malls to increase contact with the buyers.
Along with this, the United States' boutique handbag brand Welden has become a popular name for consumers in China. They showed competence in using digital media as well as personal contact with the customers.
In July 2009, China's online sales center Taobao started selling products on the global platform. The product of this platform is displayed directly to 40 thousand subscribers. Chinese Fashion Company and Luxex Incorporation, Mark Yuan and Joey Zhang choose the welden. Sandy Friesen, founder of Wellden, said, "The whole thing is done in my home. Buyers have been able to connect with our company and products. They sold three million dollars in two days due to product quality and functionalities. Of these, 8.88 thousand people see their products and 40 lakh 6 thousand people like their products.
Analysts say the new or small brands will have to go through this strategy now to be successful. It is not possible for big companies to do that, they have to do exactly that. But in marketing process, this strategy will be used wisely.
